Samsung’s annual Galaxy Unpacked event is always a spectacle, but this year’s February 25, 2026, gathering in San Francisco set a new bar for innovation—and for the perks available to eager early adopters. The star of the show? The Galaxy S26 Ultra, a flagship device that’s not only thinner, lighter, and more powerful than its predecessor but also introduces a privacy feature that’s turning heads, even among die-hard iPhone fans. And with AT&T rolling out jaw-dropping deals—think $0 for the S26 Ultra with trade-in, and a suite of savings on wearables and accessories—there’s more reason than ever for consumers and businesses to take a closer look at Samsung’s latest.
According to CNET and other outlets covering the event, Samsung’s Unpacked was streamed live across multiple platforms, with the company unveiling not only the S26 Ultra but also the S26 and S26 Plus, alongside the new Galaxy Buds4 series. Yet, it was the Ultra that stole the limelight, thanks to its combination of hardware upgrades and a suite of AI-driven features designed to simplify daily life and make intelligence feel more personal and adaptive.
Let’s start with the deals—because, let’s face it, they’re hard to ignore. AT&T announced on February 25 that customers could snag the Galaxy S26 Ultra, S26+, or S26 for $0 with an eligible trade-in, in any condition. There’s no need to be on the carrier’s priciest plan to qualify, either. Sweetening the pot, AT&T is offering the Galaxy Watch8 and Tab A11+ 5G for just $0.99 per month each, adding up to over $600 in combined savings. There are also savings on Samsung accessories, including the new Galaxy Buds4 and Buds4 Pro, and up to $100 off on qualifying Samsung watches when trading in any OEM watch valued at $5 or more.
Switchers aren’t left out: New AT&T customers can have up to $800 per line paid off if they’re moving from another carrier, for up to 10 lines. Business customers can pre-order the S26 from $99.99, the S26+ from $249.99, and the S26 Ultra from $349.99 with a two-year wireless service commitment through March 10, 2026. These customers can also take advantage of trade-in programs, device protection plans covering mechanical breakdowns, drops, broken screens, and, in some cases, loss and theft. As AT&T put it, "It’s never been a better time to be an AT&T customer, period."
But what about the phones themselves? The Galaxy S26 Ultra is, as expected, the flagship. According to CNET, it’s slightly lighter and thinner than last year’s S25 Ultra, thanks to its new aluminum frame (a departure from titanium) and a Snapdragon 8 Elite Gen 5 processor. The S26 and S26 Plus, meanwhile, offer larger screens and bigger batteries than their predecessors, though they come with a $100 price bump, now starting at $900 and $1,100, respectively. The Ultra holds steady at $1,300.
Yet, it’s not just the hardware that’s drawing attention. Samsung has packed the S26 Ultra with a host of new features, most notably the world’s first built-in Privacy Display on a smartphone. As described by Mashable’s Chris Taylor, this feature uses a technology called Black Matrix to narrow the light output of certain pixels, reducing the field of view and making it nearly impossible for "shoulder surfers" to peek at your screen from the side. The privacy shield isn’t an all-or-nothing affair: users can customize it, applying the effect to specific apps or even just to incoming notifications. Taylor, a self-described iPhone loyalist, admitted that the privacy screen was so compelling that it made him consider switching—something he never expected. "So is this built-in, highly customizable privacy shield enough to make me switch to the Samsung side of the smartphone divide? The honest answer right now, for this iPhone fanboy, is 'maybe.' And that should terrify Apple into action," he wrote.
This privacy feature is more than a gimmick. It addresses a real-world problem: the anxiety of showing someone a meme or a menu on your phone, only to have a personal message pop up for all to see. With the S26 Ultra, notifications can be greyed out or completely obscured from side angles, and users can pick which apps get this treatment. As Taylor points out, it’s a "game changer" for anyone who values privacy in social or public settings.
AI also took center stage at Unpacked. Samsung introduced a new browser integrated with AI vendor Perplexity, allowing users to research queries across tabs and search history. The Now Nudge assistant is designed to surface relevant photos or calendar events during conversations, aiming to help users "stay in their flow" without feeling micromanaged. The S26 Ultra’s camera hardware hasn’t changed dramatically, but its Galaxy AI-powered features allow users to edit photos with voice or text prompts—think removing an errant bite from a cupcake in a photo, or adding objects and styles with just a few words.
Nightography, Samsung’s low-light photography tech, returns with real-time adjustments to keep shots clear and bright, regardless of lighting. The S26 Ultra also boasts a larger screen and battery, and the S26 and S26 Plus follow suit, with the latter featuring a 4,900-mAh battery. The Galaxy Buds4 Pro, introduced alongside the phones, offer improved sound, noise canceling, and voice call quality, with preorders starting February 26 and shipping from March 11.
The event wasn’t just about phones and earbuds. Samsung’s pre-order and reservation incentives included a $30 credit and a chance to win a $5,000 gift card, with up to $900 in additional savings for trade-ins, or a $150 credit without a trade-in on Samsung.com. Reservations and pre-orders were available through Samsung, AT&T, and Best Buy, ensuring plenty of options for consumers looking to get their hands on the latest tech.
For those who crave the latest and greatest every year, AT&T’s Next Up AnytimeSM lets customers upgrade early without worrying about the remaining balance on their installment plan. And with the AT&T Guarantee, the company promises the connectivity, deals, and service customers expect—or they’ll "make it right."
All told, the Galaxy S26 series—especially the Ultra—sets a new standard for privacy, AI integration, and user-focused features. With aggressive deals and a privacy display that might just lure even the most loyal Apple users, Samsung’s latest flagship is poised to shake up the smartphone landscape in 2026.